Introduction
Promotion evaluation is essential for any company. It is one of the basic strategies for marketing and selling products. Improved promotional methods are always crucial for a successful business. Coca-Cola has been promoting its effects, especially drinks, since the beginning of its history. The company is an international organization with the largest beverage corporation as well as one of the most influential brands in the world (Tien N. H.& Tien N. V,2019). In this article, we will talk about the main aspects of promotion analysis. In the first section, we will examine the influence of the sales process or strategies on the marketing and sales strategy. In the next section, we will discuss the options for product representation. In addition, we will explore a company’s communication strategy, including communication channels and media, in the last section.
How the Sales Process or Methodologies Influence Marketing and Sales Plans
There have been several modifications to the sales process and selling strategies. This process is essential to the company because it is a part of the marketing strategy. Coca-Cola was using traditional ways of promotion, like promos that included outdoor signs, newspapers and radio ads, and it was also using co-op advertising with other companies, like restaurants or movie theatres, with discounts for Coca-Cola products (Chu, 2020). But now, this method is not enough for such a big corporation. Some other methods are used, like guerrilla marketing. It is based on the idea of anti-consumerism, and it uses alternative advertising. Another new promotion method is viral marketing. It is based on the concept of word of mouth, but in this case, we use viral marketing. It is more similar to social marketing and helps prevent obesity. In this method, people create a message that encourages their friends to consume Coca-Cola products. Another new method that Coca-Cola has used is interaction marketing. It means communication through blogs, profiles and similar methods that let people communicate with each other, like a virtual community.
Choices of Who Represents the Product
Marketing and advertising are critical components of a business. It is an opportunity for companies to make their products known to the public (Chu, 2020). Coca-Cola has different strategies for promoting its product. The first option is that they use celebrities as their representatives, such as sports players, singers and actors, to promote their products. These people have large groups of followers that like them or even idolize them. It is one of the best ways to attract customers and consumers. Another option is the use of cartoon characters to promote their products. This method has been used very often. It is one of the most widely used marketing strategies because it has proved very effective in attracting consumers for a company. It is one of the best ways to build brand recognition and loyalty for a company’s product. The third option is to use the company’s products as brand representatives (Tien N. H.& Tien N. V,2019). This option is widespread in beer companies. Another choice that a company has is to use its signature logo. This logo can benefit a company because it represents its brand and makes the product easy to recognize.
Communication Strategy, Including Channels and Media
Coca-Cola uses many communication channels for advertising its products or campaigns.
Electronic communication channels are becoming increasingly popular because they can effectively reach many people. Coca-Cola’s leading advertising media include billboards, newspapers, magazines and other media types. In addition, they have been using television commercials to promote their product. The purpose of these commercials is to get customers’ attention with the use of catchy music and celebrities. The most crucial goal of Coca-Cola’s commercials is to create a strong emotional link between its product and consumers.
How promotional initiatives impact marketing and sales strategies
Thee main goal of Coca-Cola is to sell their products. They achieve this by promoting their products to the public through advertising, packaging and promotional activities ( Okoye-Chine,2021). They use different persuasive messages, including appeals to reason, emotion, self-interest and social interest. These kinds of letters have successfully attracted customers to a company’s products. The main goal of Coca-Cola’s activities is to make its products more desirable to consumers.
The Implications of an Integrated Marketing Program
The implications of Coca-Cola’s integrated marketing program are very beneficial. Success is needed in all aspects of the marketing process to achieve the primary goal. Promotion is an essential part of marketing and sales plans. Coca-Cola’s promotional activities have helped them become one of the most successful companies in this industry, with many loyal customers (Okoye-Chine,2021). In addition, if a company has a strong brand identity and reputation, it will be easier for them to succeed in the competitive environment.
Conclusion
In conclusion, no matter how advanced or beautiful a product is, consumers will not buy it if they do not know anything about it. Marketing and promotion are fundamental aspects of every company. Without good promotion, it will be complicated for a company to progress in the competitive environment. Marketing and promotion are essential parts of marketing management. However, they cannot succeed without a strong brand identity and reputation because customers need trust to buy products from a specific brand. Therefore, Coca-Cola has a powerful brand identity and importance generated by intense marketing and promotion activities.
References
Chu, B. (2020). Analysis of the Success of Coca-Cola Marketing Strategy. https://scholar.archive.org/work/pvzw2fb3trfxjljkgwznyinn44/access/wayback/https://www.atlantis-press.com/article/125947132.pdf
Okoye-Chine, M. (2021). The Effect of Sales Promotion on Marketing of Coca cola Drinks in Anambra State. International Journal of Innovative Social Sciences & Humanities Research, 9(1). http://seahipaj.org/journals-ci/mar-2021/IJISSHR/full/IJISSHR-M-12-2021.pdf
Tien, N. H., Vu, N. T., & Tien, N. V. (2019). The role of brand and brand management in creating business value case of Coca-Cola Vietnam. International Journal of Research in Marketing Management and Sales, 1(2), 57-62. https://www.researchgate.net/profile/Nguyen-Tien-32/publication/338752631_The_role_of_brand_and_brand_management_in_creating_business_value_case_of_Coca-cola_Vietnam/links/628e5838c660ab61f844557f/The-role-of-brand-and-brand-management-in-creating-business-value-case-of-Coca-cola-Vietnam.pdf
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